A recent issue of Community.is addressed the coming saturation of community. Rather than a dooms day call, however, we're predicting that community will become an integral and normalized business function, especially as big brands get a better hold on consumer data. Imagine: passive collection of data for shared intelligence, natural community machine learning, entirely community-driven insights for product research and development, community-generated campaigns as the new norm for marketing. Community will be about collective value. Community will be ambient, like quiet background noise.
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"I find something fascinating about the quiet man in the background who has no desire to be the center of attention." - Christian Bale, Actor
Skim through this quick framework from digital anthropologist Rahaf Harfoush for categorizing communities by engagement and intimacy. Dare we say that there is another category to add to the matrix: active vs. passive.
This thought piece in The Atlantic imagines what the future experience of cities will be like with less noise. While reading this, we couldn't help but wonder how this same line of thinking might be applied to content. What if there was simply less content to consume?